4. What are we communicating?
• Nikons launch of initiatives – MyNikonLife and IAM campaign saw a shift in their brand health, as they began to align
themselves closer to brand values acquired by Canon, e.g. creativity.
• Canon has been the consistent leader keeping true to its brand value of creativity.
• Despite Nikons rapid rise, Canons market share has remained about 50% YOY.
• Hope to drive category preference for Canon in DSLR.
Who are we talking to?
• People 25-34 years who intend to purchase a digital camera in the next 12 months.
• Targeting those consumers in market who are most likely to step up from digital compact or looking to upgrade from lower
speed or older DSLR.
Campaign Objective:
Maintain and strengthen Canons brand preference by providing a relevant and interactive event where individuals may express
their inner creativity in an everyday manner from a recreational to professional level.
Budget:
$2, 000, 000
Business Challenge
5. Insight
As technology advances, phones
are becoming more compact,
people are less likely to
purchase a DSLR. Through
Canons brand value of creativity,
we want individuals to reconnect
with themselves, unleash their
inner creativity and share it with
the world.
7. • From January 2014 –
March 2015, Magazines
saw the biggest
investment across the
Appliances – Photographic
product category.
• Metro Press and Online
followed closely behind
Magazines.
• Regional TV saw no
investment across the
category
KEY TAKE OUTS:
• WE KNOW THAT MAGAZINES DOMINATE SOV AT
24%
• THE CATEGORY RELIES ON PRINT AS THE KEY
MEDIUM AS IT’S THE MOST EFFECTIVE MEDIUM
TO TRULY CONVEY THEIR PRODUCT OFFERING
Source: AQX
Metro TV, 11%
Metro Press,
20%
Magazine, 24%
Metro Radio,
1%
Online, 18%
Cinema, 4%
Metro TV
Metro Press
Magazine
Metro Radio
Online
Cinema
Total Category SOV by Channel
8. WHAT:
The Australian Way is the Qantas Airline
magazine designed for travel enthusiasts who
have a desire to travel and experience the
world.
CONTENT:
- Feature articles (Time alone with Mona
Lisa)
- Best shopping destinations
- Hottest new restaurants
- Qantas travel insider
Source: AQX
#1: National Geographic 15% #2 Australian Way 9% #3 Sunday Telegraph – Sunday Style 6%
1
3 STRONGEST MAGAZINES
WHAT:
Targeting adventurous individuals who are
keen to explore the world and looking for new
ways to see the world from different
perspectives
CONTENT:
- Competitions.
- Amazing photos of top un touched
destinations and columns describing
experiences at these places.
- Features advertisements relevant to
travelling.
WHAT:
A style guide to what is trending. Features
other information of what is happening in the
world as well as tips to shop smart, targeting
style conscious individuals.
CONTENT:
- What’s trending (news)
- Real estate
- What's happening in the world
- Sport/weather
- How to shop smart
9. Seasonality across the category (Jan 14 to March 15)
$-
$200
$400
$600
$800
$1,000
$1,200
Total Category Spend - Seasonality
• In 2014, media spend saw influx from March to May, occurring again this year. Increasing again from July-Septemer 2014 and
November-December 2014.
KEY TAKE OUTS:
• MEDIA SPEND FLUCTUATED NOTABLY IN MARCH – JUNE ACROSS BOTH 2014 & 2015, HAVING IN MIND THIS IS A POPULAR TIME TO TRAVEL,
PERHAPS FOCUS WAS ON THOSE PLANNING A HOLIDAY OR HEADING OFF TO THE NORTHERN HEMISPHERE.
• MEDIA SPEND FROM OCTOBER – DECEMBER 14 SHOWED AN INCREASE AND SUGGESTS PEAK TIME FOR SHOPPING LEAD UP TO
CHRISTMAS.
Source: AQX
10. Total Media Spend: $2,428, 000 Total Media Spend: $1,961,000
From January 2014 – March 2015: TOP 5 COMPETITOR ANALYSIS
Source: AQX
• Canon have the strongest spend in magazines, while Olympus’ SOV is strong in OOH & Sony focus their media spend
online closely followed by Metro TV.
• All three competitors utilised Online, OOH and Metro Press from 2014 – 2015.
KEY TAKE OUTS:
• CANON AND OLYMPUS ARE LEADERS IN MEDIA SPEND DUE TO THEIR STRONG FOCUS ON PRINT,.
• SONY’S PRESENCE ONLINE SUGGESTS THEY ARE TARGETING A YOUNGER DEMOGRAPHIC THROUGH 48% OF TOTAL SPEND ALLOCATED TO
ONLINE
Total Media Spend: $1,596, 000
8%
12%
39%3%
10%
13%
15%
Canon Media Spend 2014 - 2015
Metro TV
Metro Press
Magazines
Metro Radio
Online
Cinema
OOH
23%
28%
49%
Olympus Media Spend 2014 - 2015
Metro TV
Metro Press
Magazines
Metro Radio
Online
Cinema
OOH
45%
2%
48%
4%
Sony Media Spend 2014 -2015
Metro TV
Metro Press
Magazines
Metro Radio
Online
Cinema
OOH
Source: AQX Source: AQX
11. Total Media Spend: $950K Total Media Spend: $223K
From January 2014 – March 2015: TOP 5 COMPETITOR ANALYSIS
Source: AQX
• Metro Press is the media spend focus for CR Kennedy*, while OOH takes preference for Nikon.
• CR Kennedy have the smallest SOV with Metro Press, Metro TV and Magazines and Nikon have a larger SOV however
with a smaller media spend in OOH, Online, Metro Press and Magazines.
KEY TAKE OUTS:
• PRINT MEDIA REMAINS THE STRONGEST MEDIA TYPE IN THE APPLIANCE – PHOTOGRAPHIC PRODUCT CATEGORY.
*CR KENNEDY: PENTAX & SIGMA
8%
91%
1%
CR Kennedy & Co Media Spend 2014 - 2015
Metro TV
Metro Press
Magazines
Metro Radio
Online
Cinema
OOH
5%
4%
17%
74%
Nikon Media Spend 2014 - 2015
Metro TV
Metro Press
Magazines
Metro Radio
Online
Cinema
OOH
Source: AQX
12. MESSAGE: YOU ARE FREE
CAMPAIGN DATE: 19/05/15 – 30/06/15
IDEA: The World’s Most Advanced Image
Stabilisation Puts You on Top of Your Shot. The
Olympus OM-D E-M5 Mark II.
MESSAGE: MOVE TO MIRRORLESS
CAMPAIGN DATE: 09/05/15 – 20/06-15
IDEA: To build awareness of the benefits of
Sony's mirrorless camera technology, and its
ability to offer the same professional picture
quality as DSLRs, minus the added weight and
bulk traditionally required to house an internal
mirror.
CANON OLYMPUS SONY
Top 3 Creative Messages in Market from January 2014 – March 2015.
MESSAGE: NO ONE SEES IT LIKE YOU
CAMPAIGN DATE: 13/04/14 – 31/12/14
IDEA: Shows the world reflected in the
pupils, reflecting gamut of human emotion.
The cross platform campaign also has a
social element via #whatdoyousee?
Source: Savvymm
Source: Savvymm
Source: Savvymm
13. MESSAGE: Shot on iPhone 6
CAMPAIGN DATE: 3/03/2015 – current.
IDEA: Anyone, anytime, anywhere can take professional quality photos and share them with the click of a
button. The campaign used photo’s taken by average Joe’s to highlight that anyone can take amazing photos
in a second. The campaign used 160 photos on 10,000 billboards in just under 25 different countries.
Since the campaign launch has been global success wining the Outdoor Lions Grand Prix Award( one of
the most prestigious advertising awards) at Cannes.
Apple – iPhone 6 Campaign
Source: http://www.macrumors.com/2015/06/23/apple-wins-grand-prix-shot-on/
14. • During the first three
quarters of the year (2012)
Nikon was closing the gap
of the target audience.
• This resulted in Canon
US’s launch of Project
Imagin8ion.
• After the launch of Project
Imagina8ion in 2012,
Canons market share
increased by 20%.
Canons Project Imagin8tion Campaign Launch
Source: Warc: Canon – Project Imagin8tionSource: Warc: Canon – Project Imagin8tion
WHILE NIKON HAS NOT RECEIVED MUCH
COMPETITVE FOCUS BECAUSE THEY DID NOT HAVE
HEAVY SPEND ON AQX. YOUTUBE VIDEOS AND
REVIEWS HIGHLIGHT THEIR COMPETITIVE NATURE.
15. Social analysis: Canon vs. Nikon
Channel Canon Nikon
Page Likes: 124, 978
Average like per post: 893
Page Likes: 8,924,446 (global)
Average like per post: 90
Followers: 20.1K
Tweets: 10.4K
Followers: 21.1K
Tweets: 1,848
Subscribers: 51, 378 Subscribers:
15, 270 (My Nikon Life)
97 (Nikon)
Followers: 50.2K
Posts: 529
Following: 7,001
Followers: 53.8K
Posts : 382
Following : 149
Source: Social Bakers
16. Google Trends – Canon DSLR vs Nikon DSLR Keyword: Interest over time
• From 2014 – 2015, we can see that Canon remains the leader in the DSLR category, however the gap has narrowed and at time
overlapped, while the gap between the brands was fairly consistent, it narrowed in December 2014, perhaps due to Christmas
season’s peak shopping period.
Source: Google Trends:
Canon DSLR / Nikon DSLR
• Google trends shows that both Canon and Nikon are
top searched and trending queries/topics specific to
the DSLR product since 2009.
Source: Google Trends: Canon DSLR /
Nikon DSLR
Nikon DSLR
Canon DSLR
18. Target Audience Profile
61% intend to
purchase a
digital camera
in the next 12
months.
Targeting Males and Females 25-34 who intend to purchase a digital camera
in the next 12 months.
98% of our
target
audience are
young
optimists.
Majority of our
audience are
information
seekers rather
than
influenced by
peers.
Most likely to
step up from
digital
compact or
from lower
speed or older
DSLR.
Source: Roy Morgan Mar15PSC+
19. Where do those searching Canon DSLR / Nikon DSLR live?
CANON DSLR NIKON DSLR
• CANON’S TOP AUDIENCE FOR DSLR ARE EQUALLY PRESENT IN NSW & WA, NIKON’S AUDIENCE SIMILARLY ARE PRESENT IN WA AS WELL AS SA.
Source: Google Trends: Canon DSLR / Nikon DSLR Source: Google Trends: Canon DSLR / Nikon DSLR
20. A day in the life of our target audience…
Source: Roy Morgan Mar15PSC+ & Nielsen Answers
2m+ consume
digital
entertainment
Socially
orientated
Digital Natives
Consume
outdoor media
regularly
Research
before they
purchase
Consume
heavy
amounts of
magazines
Notice
advertising in
shopping
domains
Love social
networks
Youtube &
iTunes are the
top surfed
websites
21. This is what they are
currently doing
Expressing creativity and
making memories with
an iPhone.
25. • We know our target audience love
travel, music and food, therefore
they have a passion for
entertainment and of course an
imaginative mindset.
• We have proposed a game of skill
campaign consideration for Canon
that involves a partnership with
Masterchef.
• Festival held in Adelaide.
Objective:
• Maintain and strengthen Canons
brand preference by providing an
interactive event where individuals
may express their inner creativity in
an everyday manner from a
recreational to professional level.
#MYTRAVELMOMENT FESTIVAL
26. 1. Prior to the festival, creative individuals will be invited to contribute to the festival by taking photographs that make you move –best
travel moments.
2. These photographs will be shared onto Instagram using the #mytravelmoment
3. Top 50 selected and showcased at the festival.
4. #1 photograph selected by our brand ambassadors.
5. Prize: Opportunity to shoot a photo with Australian photographer of the year – photo will get a spread in top magazine – National
Geographic.
6. Evening will be filled with acoustic music, food and drinks.
Structure of Canon’s #MYTRAVELMOMENT Festival
29. 84%
16%
Peak Off Peak
• With recommended POP being 80/20, we hope to
deliver this split within tolerance in each market.
• Even though audience viewing is over 80% in peak we
would look to buy 70% peak as this will ensure
campaign longevity – more bang for your buck.
How we will create preference through Television
Source: eTam Projections, MTV & STV, Daypart, P25 – 54 Weeks: 28/05/2015 – 04/07/2015
Peak/Off Peak Split
30. 0
20
40
60
80
100
120
140
160
180
MTV
STV
TV: Day of Week and Time of Day Viewing
0
100
200
300
400
MTV
STV
• From a metro perspective Sunday is key as it is the
weekend - a good time to wind down.
• Viewing starts to drop off towards the back end of
the week, however this must not be disregarded as
it is where the most cost-efficient programming lies.
• From an STV perspective, Saturday and Sunday are
the strongest.
• P25-34 have similar viewing patterns across MTV &
STV, with majority of the audience watching peak,
followed by late night and Sunday daytime.
Source: eTam Projections, MTV & STV, Daypart, P25 – 34 Weeks: 28/05/2015 – 04/07/2015Source: eTam Projections, MTV & STV, Day of Week, P25 – 34 Weeks: 28/05/2015 – 04/07/2015
Day of Week Time of Day
31. What are P25-34 watching?
eTam Projections, MTV , P25 – 34 Weeks: 29/06/2015 – wc 04/06/2015
32. What are P25-34 watching?
eTam Projections, MTV , P25 – 34 Weeks: 29/06/2015 – wc 04/06/2015
33. HOW
How we will launch and create preference in broadcast (Metro TV)
CREATIVE CONSIDERATION
• By targeting two different channels we can build
high reach quickly.
• These are the peak MTV programs to be considered,
also recommend that off peak shows be taken into
consideration to achieve campaign longevity.
Creative Consideration:
• TV ads promoting the DSLR K326 &
interchangeable lenses.
• 15” ads during peak time – cost efficient.
• 10” billboard ads during peak time.
• 30” during off peak.
CH 9 NETWORK 10
35. HOW
How we will launch and create in print (magazines)
CREATIVE CONSIDERATION
• Specialist audiences/target-ability using top 3
magazines.
• Visual impact/ability to convey detail – quality
images taken by K326.
Creative Consideration:
National Geographic:
- Promote the K326 DSLR camera and interchangeable lens.
- Show quality of K326 and promote festival and prize to win shoot
for Nat Geo.
The Australian Way:
- Promotes travel and taking photos on your travels with Canon.
- Sell the K326 via Aus Way in Duty free.
Sunday Style:
- 12 weeks prior to the festival a full page advert explain the festival
(how to enter/price/date etc)
37. TARGETING PRIORITY AREAS:
• We will ensure we align our
campaign to the highest ranking
locations of our target audience.
• We will keep in mind where those
searching Nikon DSLR are present
in SA.
• Targeting in capital city CBD
locations – audience travelling to
and from work.
How we will launch in OOH
PERTH
SYDNEY
ADELAIDE
38. HOW
How we will launch in OOH (transit)
• Achieve 24 hour exposure through transit
advertising both on sides of buses and on the backs
of taxis.
• Cost effective over a long period while have strong
impact and broad reach.
Creative Consideration: Encourage preference over
Nikon, aligning the brand to their value of creativity by
using #mytravelmoment as an effective search term
and call to action method.
• Educate our audience on why they should choose
Canon DSLR’s over Nikon and other competitors.
CREATIVE CONSIDERATION
39. HOW
How we will launch in OOH (shopping centres)
• Utilise outdoor in retail locations, as they target
audience stated they notice advertising messages in
these locations.
• Optimal reach, high recall and real retail proximity.
Creative Consideration: Encourage preference by
placing creatives in the shopping centers where the
target audience will be when purchasing the camera.
This will assist them in the evaluation of brand
alternative stage, prior to purchase action, by creating
brand preference for Canon.
CREATIVE CONSIDERATION
41. HOW
How we will launch through social
CREATIVE CONSIDERATION
• Partnership with Masterchef.
• Facebook, Instagram & Snapchat.
• Increased brand recognition and engagement
• #mytravelmoment
Creative Consideration: Using Canons social media
platforms as well as Masterchef’s to maintain brand
awareness and ultimately achieve brand preference,
with live updates on the festival, content posts and
deals and promotions.
• FB/Instagram content & UGC posts both Masterchef’s &
Canon’s.
• Instagram will drive game of skill campaign.
• Create a Snapchat channel for the event canon could be
opposed to this because it is mobile camera app.
42. HOW
How we will launch and engage through seeding
TARGETING CONSIDERATION
Demographic:
• Men and Women 25-34
High-Level targeting across:
• Travel
• Culture
• Lifestyle
• Music
Engagement Model?
• Opt-in: Click-to-view
• CPV: $0.35c (Views recorded by Supplier)
IP Targeted: NSW and National
Flighting:
• Video seeding will take place at the same time as we launch Digital
& Instagram activity.
• Emoby videos in blogs and forums – extends beyond Youtube.
• Don’t have to pay for impressions (only CPV).
• Reaches the right audience.
• If we engage we create preference.
44. HOW
How will maintain through Digital
CREATIVE CONSIDERATION
• To promote Canon and upcoming festival catch up
TV, website takeovers and Youtube.
• Cost effective and measurable.
Creative Consideration:
• Catch up TV:
• We know that our audience has a strong and loyal following
to Masterchef. To maximize our reach we will also advertise
on the tenplay help reach the loyal followers who missed
an episode.
• YouTube:
• Advertise Canon products and the festival via YouTube (shelf
life).
• 30 second unskippable ads prior to video’s playing –
increased exposure to those who try to avoid.
• Website Takeover:
• Online takeover of MasterChef & Tripadvisor websites 3 weeks
prior to the festival promoting it. Advertise Canon camera and
their interchangeable lens & prompting people to upload their
photos whilst travelling. (March-August “16)
46. HOW
How we will revamp in our own channels
• Current website is hard to navigate.
• Promote festival and enable fans to participate in
competition, this will enhance Canons brand image
and brand preference.
Creative Consideration: Create preference by having an
easy to navigate website for Canon, that will provide
users with a memorable and stress free experience.
• Call to action directs viewers to Canons Homepage.
• Move community page to home page.
• Canon homepage takeover dedicated to
#mytravelmoment.
CREATIVE CONSIDERATION
48. Breakdown of $2m
• TV - $600,000
• Print- $400,000
• OOH - $200,000
• Digital - $200,000
• Social - $300,000
• Festival - $300,000
Budget Spend
30%
20%
10%
10%
15%
15%
Budget Split
TV Print OOH Digital Social Festival
50. • Link Instagram to Canon
Website following the
Festival – show gallery of
photos.
• Canon will use UGC
(FB/Instagram accounts)
to show always on
campaign.
• If festival proves to be
success – could become
a yearly festival, branch
out to other popular
destinations.
• Keep #mytravelmoment
trending.
Post Campaign Brand
Resonance
52. Appendix
Source: Roy Morgan Mar15PSC+
OOH:
•We know that 53% of our target audience are more likely to
consume heavy out n about media.
•41% more usually notice advertising on shopping trolleys.
•81% more often notice advertisements on the tops and backs of
taxis.
Magazines:
•62% are more likely to consume magazines compared to the
average Australian.
•48% are heavy readers.
•14% are medium readers.
Digital Website Engagement:
•89% of our target audience are more likely to engage with Heavy
internet usage (>24 hours a week).
•Target Audience Total Reach: 2,419,000 out of 3, 295,000
•= 78% target audience reached
